產品展示的大小或多寡對消費者評價的影響

Abstract

先前學者對於消費者行為方面，多為探討消費者購買決策過程以及影響消費者決策的因素。在現實生活中購買產品時，常面對到產品在貨架上剩餘數量不同或產品的貨架空間不同；產品在網路上顯示的庫存數量不同或產品的圖片大小不同，而不知道要選擇哪種產品的情境，然而消費者在此情境下，對產品的評價以及到底會選擇購買哪一種產品卻很少被討論到。 因此，本研究分別探討當產品展示的大小或多寡不同的情境下，消費者對於產品品質、產品銷路的評價，以及會選擇購買哪一項產品。主要透過實驗設計法進行，共有四個情境，其研究結果如下 : 一、 產品在零售店的貨架空間越大時，消費者覺得: (1)產品品質越好；(2) 產品銷路越好。消費者會選擇購買貨架空間相對較大的產品。 二、 產品在零售店內的貨架上剩餘數量越少時，消費者覺得: (1)產品品質越好；(2) 產品銷路越好。消費者會選擇購買貨架上剩餘數量較少的產品。 三、 產品在網路上產品圖片越大時，消費者覺得產品銷路越好，但不會認為產品品質越好。消費者會選擇購買網路上產品圖片較大的產品。 四、 產品在網路上顯示的庫存量越少時，消費者覺得: (1)產品品質越好；(2) 產品銷路越好。消費者會選擇購買網路上顯示的庫存量較少的產品。

Prior researches on consumer behavior, mostly exploring the consumer purchase decision-making process and the factors that affect consumer decision-making. We buy products often face to the product on the shelf inventory number is not the same or products display shelf space is different ; surplus stock of products displayed on the network number is different or different image size of the products, but do not know which products to buy. However, consumers in this context, the evaluation of the product and in the end will choose to buy which products are rarely discussed. Therefore, this study were to explore when the Products space or the remaining number is different the Consumer how to evaluate the quality of the product, product sales, and which product to buy. This study use the experimental design method and divide into four scenarios, the results such as the following : 一、Greater shelf space in retail stores, consumers feel that: (1) the better quality; (2) the better product sales. And consumers will choose to buy shelf space is relatively large. 二、Less inventory number of products on the shelves in retail stores, consumers feel that: (1) the better quality; (2) the better product sales. And consumers will choose to buy a smaller number of products on the shelf inventory. 三、The larger product pictures displayed on the Internet, consumers will feel better product sales, but does not think that the better the product quality. Consumers will choose to buy the products of the product images on the Internet. 四、Less inventory products displayed on the Internet, consumers feel that: (1) the better quality; (2) the better product sales. Consumers will choose to buy less inventory products displayed on the Internet.